Florals and architectural silhouettes are the only discernible trends at H&M this season, with skirts leading the way in shapes ranging from bubble and cocoon to full and pencil. Florals come largely in pixelated blooms on dresses, while carrot-shaped trousers and jumpsuits also make an appearance. There is a gentle nod to the nautical trend via a navy and red colour palette on basics.
Product is largely merchandised by category and heavy on separates, with skirts and blouses standing out. Divided takes up the back third of the store, while florals and structured skirts are placed at the front of the shop. There is an even mix of basics and tailored pieces in the middle of the shop, clearly divided by left and right.
Signage above rails are generally meaningless at H&M, with one advertising 100% cotton tops yet there was not a single top in sight, but this is unlikely to put off its value-driven shoppers. H&M packs a lot of stock into this store, making it feel cramped but, again, its shoppers probably don’t mind.
H&M makes for stiff competition on price, offering jeans at £14.99, two T-shirts for £7.99 and blouses from £9.99. Even trend-led pieces were kept at low prices; a cotton, pixelated floral dress is only £24.99 and carrot-shaped trousers and cotton mix jackets are both only £19.99.
It’s sometimes hard to find the right size at H&M and the labelling seems to vary from item to item – I’ll be a six in one thing and an eight in another. I like how at H&M if you see something you can afford to buy it whereas in Topshop if I see something I like I can’t always afford it
Chloe Gillet, 16, Student (at school)